Taking the plunge

Physical challenges like marathons and triathlons have become iconic in the world of charity fundraising, and for good reason—they inspire incredible commitment and raise staggering amounts of money. But there’s something equally special about a different kind of physical challenge: one that’s open to anyone, of any age, from their own backyard.

A challenge not about elite athleticism or gruelling preparation. A challenge about everyday people stepping out of their comfort zones in a way that’s as fun as it is meaningful.

Enter the Irish Heart Foundation’s 12 Dips in December: a challenge that’s part bravery, part hilarity, and 100% heartwarming.

From spark to splash

Picture this: it’s a frosty December morning, and someone’s about to dive into icy water. It could be your boss, your neighbour, or even your dad. The gasp, the shiver, the laughter—it’s raw, relatable, and very, very watchable.

That’s the magic of the 12 Dips in December challenge. It’s a simple idea: take 12 cold-water dips during December, share the experience, and rally support for a vital cause.

By challenging people to complete 12 icy dips, the campaign created 12 opportunities for participants to surprise and entertain their networks. Each dip became a story—a funny video, a snapshot of bravery, or a group challenge that brought people together. These moments didn’t just engage audiences; they inspired generosity. Because when fundraising is fun to watch, it’s hard not to want to support it.

Making waves

Of course, turning an idea into a successful campaign takes more than enthusiasm. Here’s how the Irish Heart Foundation used Funraisin's out-of-the-box tools and a sprinkle of strategy to create a winning campaign:

1. Self-donation

Participants were encouraged to jumpstart their fundraising journey by making a self-donation during registration—a strategy that proved incredibly effective. This approach accounted for 60% of all self-donations, and those who made the initial contribution raised an impressive 73% more on average. The timing was key—capturing their commitment at the moment of registration ensured they were motivated to invest in their own success right from the start.

2. Empowering fundraisers

Participants had access to downloadable resources that made sharing their journey a breeze. With everything from social media templates to creative tips, they felt equipped and confident to promote their challenge.

3. Building community

A private Facebook group became the heart of the campaign. Over 1,800 members swapped ideas, cheered each other on, and showcased their creativity. From costumes to themed dips, the group turned solo efforts into a shared adventure.

4. Friendly competition

Leaderboards spotlighted top fundraisers, adding a dash of competitive spirit. Watching their names climb the ranks motivated participants to go the extra mile—or dip, in this case.

5. Gamification

The use of interactive badges added an extra layer of motivation by celebrating key milestones, such as sharing a fundraising page, making a self-donation, or adding a profile picture. These achievements not only encouraged participants to stay engaged but also provided shareable moments that inspired others to support or join the campaign. 

6. Streamlining the experience

The campaign’s smooth execution was powered by Funraisin’s innovative out-of-the-box features.

• The Next Steps feature streamlined registration by narrowing it down to essential actions, like selecting a fundraising target instead of defaulting to one, and encouraged participants to share their pages immediately.
• Donation reminders ensured potential sponsors who paused mid-donation were prompted to complete their contributions, reducing lost opportunities.
• Meanwhile, donation nudges inspired and thanked sponsors, fostering generosity and strengthening their connection to the cause. These tools worked together seamlessly, enabling participants to stay engaged and effective throughout the campaign.

The ripple effect

The results were nothing short of remarkable:

• Participants: 1,623 brave participants took the plunge.

• Funds Raised: €252,347 for heart disease and stroke prevention.

• Community: A growing community of over 1,800 people connected in the Facebook group, sharing their journeys and inspiring each other.

The success of 12 Dips in December boils down to its simplicity, accessibility, and smart execution. It’s a challenge anyone can join, yet it’s packed with enough fun and creativity to capture attention and inspire action.

This campaign proves that the best physical challenges aren’t always the most extreme. Sometimes the best challenges just require a bit of courage, a splash of creativity, and the power to create a buzz on social media—giving your supporters moments they can’t wait to share.